transmedia4 dallas

DALLAS VIDEO FESTIVALSeptember 25, 2011

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Transmedia

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WHY ME?

• Movie Geek

• Journalist• Filmmaker• Marketer• Strategist

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WHY ME?

20 years at AFI:

• Computer Media Salons

• Enhanced TV Workshop

• Digital Content Lab• DigiFest

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WHY ME?

Nick DeMartino Consulting

Digital media strategy:

Content, distribution, markets.

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WHY ME?

www.tribecafilm.com

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TransmediaWhat is it? …

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TransmediaWhy Should You

Care?

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DEFINITION

Transmedia is…

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DEFINITION

…an adjective

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DEFINITION

Commercial transmedia

supersystems

From “Playing with Power in Movies, Television and Videogames” by Marcia Kinder (1991)

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DEFINITION… Transmedia Storytelling: • Across multiple media• Each contributes to fan’s

understanding of story• Multiple entry points into

storyHenry Jenkins: Transmedia Storytelling

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DEFINITION…

• Immersion in story & its world

• Game-like play• More than an adaptation

Henry Jenkins: Transmedia Storytelling

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DEFINITION…

“The art of conveying messages themes or

storylines to mass audiences through the artful and well

planned use of multiple media platforms."

Jeff Gomez, Starlight Runner

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DEFINITION…

“A Transmedia Narrative project or franchise must consist of three (or more) narrative storylines existing within the same fictional universe on any of the following platforms:  Film, Television, Short Film, Broadband, Publishing, Comics, Animation, Mobile, Special Venues, DVD/Blu-ray/CD-ROM, Narrative Commercial and Marketing rollouts, and other technologies that may or may not currently exist...

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DEFINITION

…These narrative extensions are NOT the same as repurposing material from one platform to be cut or repurposed to different platforms.” 

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DEFINITION

Brian Clark, GMD Studios

“Transmedia storytelling” is the label for when

you’re creating a story as the primary storytellers

and intending to tell your story across multiple

channels.”

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DEFINITION“Transmedia storytelling is

the future of marketing. And those who can span across formats and share their expertise will stand out in an age of Digital

Relativity.” Steve Rubel, Edelman Digital

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EXAMPLE?

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EXAMPLE?

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EXAMPLE?

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YOU COULD SAY:

Franchise.Multiplatform.

ARG.Interactive.Multimedia.

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PRECURSOR

1981: TAMARA. Interactive Theatre

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PRECURSOR

1990: Hyperland BBC & Douglas Adams

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PRECURSOR

1992: MYST from Cyan & Broderbund

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PRECURSOR

1992: Bram Stoker’s DRACULAGame based on Coppola’s Film

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PRECURSOR

1995: In the First DegreeInteractive CD-ROM from Broderbund

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PRECURSOR

1995: Johnny Mnemonic. CD-ROM from Sony Imagesoft

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PRECURSOR

2002: Push, Nevada: ABC & LivePlanet

Play along with the mystery to win $$

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PRECURSOR

2003: Battlestar Gallactica. AFI team: Schematic, Syfy, others

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DEFINITION

“STORYTELLING WITHOUT BOUNDS”

Filmmaker and Transmedia Producer Lance Weiler

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BREAKTHROUGHS

2006: LOST EXPERIENCEARG-plus from ABC & Hi-ReS

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BREAKTHROUGHS

2007: HEROES 360 (later Evolutions)Digital extension from NBC & Jesse Alexander

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BREAKTHROUGHS

2007: The Truth About MarikaARG from Company P.

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BREAKTHROUGHS

2008: WHY SO SERIOUS? ARG from WB & 42 Entertainment

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BREAKTHROUGHS

2010: HEAD TRAUMA/Hope is MissingLance Weiler/ Seize the Media

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BREAKTHROUGHS

2010: CONSPIRACY FOR GOOD.Tim Kring & Nokia

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BREAKTHROUGHS

2010: COLLAPSUS. From Submarine & VPRO

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BREAKTHROUGHS

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UNSPEAK is a transmedia project focusing upon how language impacts issues. From

Tommy Pallotta

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Now Playing

2011: Rockstar GamesImmersive décor, real photos, ebook

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Now Playing

2011: Beckinfield – User submitted videos tell the story of a town

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Now Playing

2011: Nexus Humanus from Michael Grant

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Coming Soon

Fourth Wall Studios - first-look deal with Imagine Entertainment

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Coming Soon

New transmedia studio from Guillermo del Toro

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Test Subjects Needed

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42 ENTERTAINMENT has created HUMAN PRESERVATION PROJECT,

an ARG backed by Wrigley Gum

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Complex & immersive

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Online rumors>Live events>Phone Calls>YouTube

videos>Website A >Backstory/Themes Revealed >Register>Objects with QR

code mailed>Website B>Back Story Videos>Gameplay &

Levels>Codes from Gum>Facebook>Secrets… ???

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Rumors

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Events

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Events

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Object

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Website

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Facebook site

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Indie Models for TM

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• No-budget aesthetic• Grass-roots / DIY / “some budget”

• R&D• Fan Incubation

• Fan Funded (think pre-sale)• Arbitrage plays• Audience Product• Infrastructure Play

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RESOURCES

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RESOURCES

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RESOURCES • • argn.com• unfiction.com/• movieviral.com/

• transmediaartists.c

om

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RESOURCES • • jawbone.tv•powertothepixel.com

• workbookproject.com

• yousuckattransmedia.

com

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RESOURCES

Coming Soon:• Story World Conference

• DIY Days Los Angeles• Futures of

Entertainment (MIT)

Nick DeMartinoTwitter: nickdemartino

www.delicious.com/afinickd/transmedia

(213) 804-2136www.nickdemartino.netnrdemartino@gmail.com

Thank you for your attention.

Let me know how I can help.